|Spider’s Web Marketing|
|Written by raakhi|
|Monday, 13 February 2012 16:39|
The idea of “Spider’s Web Marketing” is designed for those businesses with little or no financial resources available for sales and marketing.
The concept is relatively straightforward and based upon the notion of making business networking more effective.
If we use the Construction Industry as an example, assume that you operate within this market and wish to increase your turnover. Think of all those businesses that complement your products/services within the Industry, such as (in no particular order):
- Builder’s Merchants;
- Chartered Surveyors;
- Project Managers;
- Landscape Gardeners;
- Interior Designers;
- Plumbers, etc.
Develop your own Network of “Experts” within this sector (each belonging to a professional body/trade association and having the necessary licences, insurances etc.). Each member thereafter who receives an enquiry suitable for a fellow member, passes this lead on (on a reciprocal basis) to the most appropriate expert within the Network.
Whether or not you accept a referral commission/fee is a matter for you and your fellow members to discuss on an individual basis.
Some “flexibility” should be permitted within the Network, to give each member a certain amount of discretion as to which enquiries to filter out of the pool of experts. That is, there may be occasions when external professional help is necessary but which is not available from the existing members – for instance, tax advice.
By establishing your own Network, the cost should be negligible, but more importantly you will effectively have the whole Network acting as your “unofficial” sales representative, and vice versa.
Kip S. Johal, 0121 502 2737, is a graduate of one of Britain’s leading Banking Schools’ (U.C.N.W., Bangor S.A.B.E.), a former Advisor with Hill Samuel Investment Services Limited; currently a Freelance Management Consultant and Corporate Finance Broker with Napier-Munroe Limited, Corporate Strategist to Montana-Rhodes Limited; and writer with various published articles on Business and Finance.
(C) K S Johal, 2011
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